Marketing stratergy (Mass and niche.)

Question 1

What is a mass marketing strategy?

Answer 1

A marketing strategy that needs to appeal to a whole market instead of segments.
- Products being marketed need mass appeal so not often differentiated - thus advertising is crucial in showing off any possible USPs.
- Mass markets tend to be oligopolies so businesses may need to use specifics to stand out.

Question 2

What may a business do to market in a mass market/oligopoly?

Answer 2

Expensive campaigns to maintain awareness.
-Sponsorship or celeb endorsement.
-Promotional activities like BOGOFS.
- Price competitive
- Customer incentives (loyalty cards and saver schemes to increase loyalty.)